Kohler owns a wide range of products for manufacture satisfying different levels of consumer needs. For this campaign, Kohler launch a high-end toilet (Eir) with five unparalleled functions and our mission is to ramp up product awareness in the market via social media channels targeting young audiences.
Considering the situation that we need to communicate with young audiences for such an expensive toilet, we tried to focus on the emotional resonance instead of functions in terms of scheming creative strategy. Another important factor to decide is the format and we decided to leverage on an interactive H5 to build the bridge between the product and audiences. To keep consistent both online and offline, we create several cat characters for the H5 result pages with well craft social media jargons for user sharing as their social currency. After playing with H5, users will have a comprehensive understanding of the new toilet five star functions and show a new perspective to Kohler among young audiences.
Within 3 months, the PV of H5 reached over 55,000, which exceeds the expectation. The case won the 7th TopDigital Innovation Award 2019 in the category of Design and Production Services category.